1. Vanina Laurent-Ledru Prevention through Education for awareness and empowerement Vanina LAURENT-LEDRU WACC Forum Panel discussion Lisbon- 9 May 2011 1

2. Vanina Laurent-Ledru DISCLOSURE V. Laurent is currently employed by MSD, a pharmaceutical company She is also the president of UniversElles, a French Executive Women’s Network 2

3. The state of play: from Evidence to Story telling

4. Vanina Laurent-Ledru Boundaries between facts and beliefs have become increasingly porous Perceptions around vaccination have been irreversibly damaged by a series of scare stories, "to an extent that no amount of evidence can change the public’s mind." Margaret Chan, WHO, January 2011 Facts only are not enough to do the job and it thus appears high time to rethink the approach to communication to become more responsive to public concerns. Concept of Storytelling

5. New engagement strategies

6. Vanina Laurent-Ledru People trust each other and online communities first Organization or people? Marketing or peer? “a person like me” If organizations want to participate in people’s conversation, they must acknowledge consumer control

7. Vanina Laurent-Ledru

8. Case study: HPV vaccination in Europe: The 4th ECCA/PCCP Cervical Cancer Summit Meeting, 26-27 January 2010, European Parliament School-based HPV Vaccination Programmes – the English Example: Prof David Salisbury, Director of Immunisation, Department of Health, UK Non-School-Based Programmes – the Netherlands: Dr M.A.E. Conyn-van Spaendonck MD PhD, National Immunisation Programme Manager, RIVM - Centre for Infectious Disease Control, The Netherlands. 1 st dose 50.5%, 2 nd dose 49.1%, 3 rd dose 45.0% New communication in EnglandClassical communication in the NL

9. Concerted efforts of all Stakeholders

10. Vanina Laurent-Ledru Civil Society Organizations can provide a bridge from the science to the lay public Culture, language and politics drive public attitudes. Need to go through “ Trust networks ” for successful education/ communication campaigns CSOs often bring innovative and effective new approaches to communication on prevention benefits. Estonian Emakas association social media campaign "with impact on traditional media http://www.youtube.com/watch?v=6S_tPoYJsAc&feature=related http://www.youtube.com/watch?v=6S_tPoYJsAc&feature=related Women Against Cervical Cancer WACC digital campaign WACC digital campaign 10

11. Vanina Laurent-Ledru Empathy does not suffice, link it with Expertise 11 Healthcare professionals are necessary to provide accurate, evidence-based information and help build educational materials CSOs in turn may help healthcare professionals better understand the patient’s perspective on cervical cancer and vaccination Eg: WACC Voice of Women survey, which can inform future communication strategies Policy makers, industry and media are also crucial public health partners

12. From Education to Behavior Change

13. Vanina Laurent-Ledru How to move forward: Increase health literacy at all levels of education “Health literacy is the capacity to make sound health decisions in the context of every day life” …but in Europe & US, not enough Groups at the higher end of socio economic ladder tend to be the most sceptical of vaccines Sørensen et al. (2010): Health literacy and public health: A review and integration of definitions and models. BMC Public Health (in review)

14. Vanina Laurent-Ledru Sociobehavioral research Social norms predict both intention to be vaccinated and vaccination itself Go beyond education into persuasion in public health campaigns, through social sciences Call for more research to assess effectiveness and ethical impact of social sciences on vaccination social marketing : engages with emotional decision making using techniques borrowed from advertising peer education : harnesses the power of social norms by enabling people to spread health messages through their networks «nudging »: policy interventions that encourage rather than mandate certain types of behaviour and many others... See Sturm &al. J Dev Behav Pediatr 2005 Bonell "one nudge forward, 2 steps back“ BMJ, 2011 Opel, Arch pediatr Adolesc Med 2009

15. Vanina Laurent-Ledru In a nutshell Facts only are not enough to do the job Perceptions, Attitudes, Values and Beliefs key to vaccination sustainable success Paradigm shift needed for successful implementation : Concerted and active efforts of all stakeholders Move away from mere communication to behavioral change management…but at the same time becoming more transparent and responsive to public concerns